+58% organic traffic and +28% MQL conversion contributed to; design page live inside a one-week sprint
Client
Advisor Websites, a website platform for financial advisors in the US and Canada
Scope
Personalised design page, webinar replay library, opt-in template system
Stack
Responsive front end, design system, landing page design, opt-in templates
A financial advisor choosing a website design does not want to work for it. The old selection page asked them to: it was out of step with the brand's updated design system, inconsistent across screen sizes, and heavier on choices than it needed to be. The brief was to rebuild it in one week, carry the new design system across every breakpoint, and cut the number of decisions an advisor makes before committing to a design.
A one-week window is not an excuse for a thinner page. It forces you to decide what the page is for.
Snapshot
+58% organic traffic
+28% MQL conversion
One week from concept to a live design-selection page
The challenge
Advisor Websites, a website platform for financial advisors in the US and Canada, needed a new Personalised Website Design page that carried its updated design system, stayed responsive and on brand, and made choosing a design simpler for advisors. The whole build had a one-week agile window.
What I did
I led design and front-end execution alongside the marketing team, turning the new design system into a responsive landing experience that removed friction at the moment an advisor picks a design.
The work
The personalised design page, plus a webinar replay library and an opt-in template system. Each surface holds brand consistency across breakpoints while reducing the decisions an advisor has to make before converting.
The result
Organic: +58% organic traffic
Pipeline: +28% MQL conversion
Speed: the design page went live inside a one-week agile sprint
Reach: the work contributed to a US fintech acquisition
A one-week window is not an excuse for a thinner page. It forces you to decide what the page is for.
Industry context
Annual organic traffic growth after sustained SEO investment ranges from 21 to 108 percent by industry, with the first measurable ranking movement at four to six months (First Page Sage, 2024). Average lead-to-MQL conversion is 31 percent across industries (First Page Sage, 2025). Vendor figures, not peer reviewed.
The honest limitation
The organic traffic and MQL figures are company results for the period in which this work shipped, alongside other marketing and product changes. They are contributed to, not attributed, and this page does not separate the causes.
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